How B2B marketers are developing their strategies and skills

Maya Yegorova

Business-to-business (B2B) marketers are seeing their roles evolve, even as they need to stay focused on the fundamentals.

Over half of business-to-business marketing campaigns still prioritize product promotion (62%) over brand building (37%), a study has found.

According to this analysis, conducted by social media platform LinkedIn and research firm Ipsos, executives consider brand-building to be an effective strategy for boosting revenue, with over six in ten business leaders reporting that they have increased spending in order to improve brand awareness.

These takeaways were among the current trends defining the current state of B2B marketing, and were drawn from the The B2B Marketing Benchmark report that surveyed 1,954 B2B leaders – defined as chief marketing officers...

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